Household Products Market Research Reports & Industry Analysis

In 2024, the surface care market in Hungary continued to see positive growth in current value sales, driven by rising prices and a slight increase in consumer interest in specialised cleaning products, such as kitchen and bathroom cleaners. Window/glass cleaners also recorded an increase in retail v ...

Volume sales of hand dishwashing saw steady growth in 2024. The category has high penetration in Colombian households and there were no remarkable events to support a dramatic change in its trajectory. Liquid formats saw stronger growth compared to solid/cream presentations, driven mostly by the low ...

Laundry care products saw strong growth in retail volume terms in 2024, boosted by more stable prices. The price of laundry care increased sharply in 2022 and 2023 due to spiralling costs and high inflation, but 2024 saw greater stability with some brands even delivering price reductions. These pric ...

In 2024, air care in Switzerland experienced a positive performance, with retail value increasing by 2%. Swiss consumers continued to prioritise pleasant scents in their homes and cars, seeking products that freshen the air and create a welcoming atmosphere. In 2024, the trend for sustainability and ...

In 2024, dishwashing in Switzerland experienced positive retail value and volume growth. This result was largely driven by consumers' growing preference for convenient solutions that save time while delivering high efficacy. In Switzerland, where the majority of households are equipped with dishwash ...

Although the COVID-19 pandemic was declared to be over in 2023, consumers in Italy remain focused on ensuring good hygiene around the home. However, despite this, they are spending less time cleaning their homes compared to in the past. This is partly because many people have returned to the workpla ...

When it comes to toilet care consumers generally focus mostly on the price, with consumers showing little interest in added value features. Nonetheless, despite this common belief, SC Johnson is taking a different approach with its Duck branded range of products. For example, the company introduced ...

2024 was a year of contrasts for France’s laundry care market, with notable shifts in consumer behaviour and market performance. Despite elevated prices, laundry care products continued to be seen as essential in 2024, driving overall value growth, with major brands leveraging higher pricing to reco ...

Air care in South Africa showed retail current value growth in 2024, maintaining the stable growth trend seen in recent years, with increases seen across all categories. Demand for air care products is supported by the rising trend of consumers shopping for mood-enhancing wellness products. As the n ...

Demand for dishwashing in the United Arab Emirates continued to rise in 2024, with the category experiencing intense competition among players. They have been striving to distinguish themselves by offering discounts, promoting dual packs and multipacks, and exploring eco-friendly options. These prom ...

The market for laundry care in Malaysia maintained positive growth in retail volume and current value terms in 2024, with powder detergents continuing to account for the highest proportion of sales. Powder detergent remains a popular choice among rural consumers, low-income urban households, and ove ...

Laundry care in South Korea recorded modest overall retail current value growth in 2024, driven by steady consumer demand for essential cleaning products. Within laundry care, dryer sheets and liquid tablet detergents stood out as categories achieving double-digit value growth. Despite a slight dece ...

The inflation rates experienced since the pandemic made Brazilian consumers more likely to try out new laundry care brands. Emergent regional brands have been attracting consumer interest due to the good perception of the quality and cost-benefit ratio of such products, which led laundry care in Bra ...

Air care in Czech Republic recorded rises in terms of both retail volume and current value sales in 2024. Since the pandemic, there has been a growing tendency to view the home as a sanctuary - a trend further strengthened by the cost-of-living crisis and persistently high inflation. Within this con ...

The demand for polishes continued its downward trajectory in Czech Republic in 2024, largely driven by shifting consumer habits and perceptions. The necessity of polishing, once seen as essential for maintaining certain items, has diminished significantly. Modern consumers increasingly favour multi- ...

Much like other home care categories, air care has seen a slowdown in price increases in 2024. After the sharp inflationary rises in recent years, manufacturers have adjusted pricing strategies, opting for modest increases while focusing on maintaining value in their offerings. Despite the stabilisi ...

Like most other home care categories, retail prices within air care decreased in 2024. However, this did not prevent sales from declining in retail volume terms in 2024 with the price drops doing little to persuade more consumers to buy these products. Air care remains a discretionary category and t ...

Polishes have suffered from Egypt’s economic crisis with soaring inflation and high costs of living forcing consumers to prioritise essential household goods instead. Households have reduced the number of products used to clean the household. In place of floor polishes, consumers switched to using f ...

As an essential home care product, retail volume sales of bleach maintained a steady pace in Egypt. In addition to its primary use of bleaching clothes, it is used for a variety of household tasks like cleaning bathrooms, removing mildew, and cleaning glass dishes. Average unit prices of bleach incr ...

Air care in Algeria in 2024 registered moderate volume growth, in spite of inflation still being an issue. Air care in an immature product area, with plenty of room for further growth and this supported volume growth. Increasing local production, with more affordable offerings, also gave a further b ...

Toilet care saw current value growth in Romania in 2024, with the category also maintaining a healthy volume performance in the market. This performance was supported by the easing of inflation and recovering consumer purchasing power. Nevertheless, Romanian consumers remained cautious in their appr ...

Bleach is challenged by long-standing negative perceptions in Norway, with most households considering it old-fashioned, outdated, and harmful to the environment and personal health. Consumers are increasingly rejecting home care that are perceived to contain harmful chemicals, which includes bleach ...

In Hungary's laundry care market, rising inflation continued to exert pressure on prices in 2024, reducing consumers’ purchasing power. While the inflationary impact was less severe compared to 2022, consumers still relied heavily on cheaper products or those available on promotion. Many simply coul ...

Laundry care saw a slight decline in retail value sales in current terms in Canada in 2024. During the year, consumers were more cautious in their spending and focused on essential products such as laundry detergents and value for money because of the increase in the cost of living, including increa ...

Having surged in 2020, as the onset of COVID-19 made home cleanliness a much higher priority for many local consumers, retail volume sales of surface care have trended down during subsequent years as conditions normalised, and this trend continued in 2024. Nonetheless, retail volume sales remained w ...